Apr 10, 2023
Gated content refers to digital content such as white papers, e-books, webinars, and reports, accessible only after a user has provided their contact information, like their name and email address. Gating content is a common lead-generation strategy used by businesses to collect valuable data on potential customers and build their email marketing lists. According to Scoop.IT 80% of B2B content marketing assets are gated.
How to use gated content to generate leads:
Like many marketing strategies, before you can create gated content, you first need to identify your target audience. Think about whom you want to reach with your material. What interests them and what information are they likely searching for? This information will help you tailor your content to reach the strongest potential leads.
Your gated content should provide value to your audience and be relevant to your business. The content you offer needs to be worthwhile and is an excellent way to build trust and relationships that will eventually lead to sales. This content could include e-books, white papers, webinars, or reports that provide in-depth information on a particular topic related to your business and the audience’s needs.
A landing page is a dedicated page on your website where users can access your gated content in exchange for their contact information. Your landing page should be visually appealing and include a clear call to action that encourages users to supply their information. “Sign-up here” or “Provide your email address to receive the book in your inbox” are good examples of a call-to-action that will help generate leads.
Once your gated content and landing page are ready, it's time to promote them to your target audience. Use social media, email marketing, and other digital marketing channels to drive traffic to your landing page and encourage users to provide their contact information.
Once you have collected contact information from your gated content, it's important to nurture your leads by providing them with relevant and valuable content through email marketing campaigns. This will help build a relationship with your leads and encourage them to eventually become customers.
Remember, gating content is just one lead-generation strategy. It's important to diversify your approach and use a variety of tactics to attract and convert these potential leads into new customers.
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